UK Shoppers Brave Storm for Small Business Saturday

Despite stormy weather conditions hitting the UK last weekend, the nation’s support for small businesses remains strong, with over 10 million Brits shopping small on Small Business Saturday, which took place on 7 December. New research from American Express – which founded Small Business Saturday in the US in 2010 and is principal supporter of the campaign in the UK – found that despite Storm Darragh a collective £634m was spent in-store and online on the day.

The survey of 4,000 adults revealed average spend per person on Small Business Saturday was the highest since 2020, with top reasons for shopping small including wanting to support business owners on the high street (53%) and recognising that it has been a tough period for small businesses (39%). Encouragingly, seven in ten (70%) said they will continue to shop small next year because of the positive impact these businesses have on local communities. The research also asked consumers about their level of support for small businesses across this year; of those upping their support, they are doing so in a variety of ways; almost three quarters (72%) say they are shopping small where possible; three-fifths (60%) are recommending small businesses to friends and family; and nearly one third (31%) are posting positive reviews online. These Small Business Saturday figures are based on a third-party study that gathered consumer self-reported data from a nationally representative sample of UK adults – and does not reflect actual receipts or sales from Small Business Saturday, or American Express Cardmember spending data. “Trading was good for us on Small Business Saturday with lots of customers, new and old, braving the storm to come and choose their trees and buy decorations,” said Clive Collins, owner of Catsfield Christmas Tree Farm in East Sussex. “Being part of Small Business Saturday has helped to give our marketing campaign an edge in the local community”,

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